零售“多元”服装品牌企业CRM体系的研究与评价

发布时间：2018-03-24 14:37

本文选题：零售　切入点：多元　出处：《河北科技大学》2013年硕士论文

【摘要】：在经济高速发展的今天,越来越多的服装品牌冲击着中国市场,造成了品牌与品牌之间风格相似、目标人群重合,使得品牌之间的区别变得模糊不清,加剧了服装市场的竞争。在这样的情况下,品牌服装企业开始逐渐认识到满足客户需求、分析客户购买偏好、提高企业信息化程度以及发展、管理客户关系的重要性。本课题在北京地区选取5个零售“多元”品牌服装企业——ZARA、HM、GAP、热风和西遇,对其进行深入分析。课题将上述5个品牌的客户关系管理体系按照公司重要理念、目标人群、产品组合、供应链、信息系统及销售服务6个方面分别进行了详细的分析；采用SWOT的方法对各个品牌的优势、劣势、机会与威胁进行了分析与比较；将5个品牌划分为两种不同类型。通过总结其经验和规律,发现其存在的共性问题,并针对问题提出改善建议,完善零售“多元”服装品牌企业客户关系管理体系。对热风客户关系管理体系方面的缺陷进行总结,提出完善方案为：建立完善的会员制度及客户服务中心；重视收集反馈信息；将CRM与DRP整合,加强企业对反馈信息的深层分析和反应速度；重视员工,对其信息进行更科学的管理；制定竞争对手的信息资料库5个方面,针对各个方面制定、设计了相应的具体措施及方案。建立了针对热风品牌的满意度方面和信息业务能力方面的评价体系,并对其进行了重要性调查,采用层次分析法,计算出各个指标的权重,为热风公司更好地满足顾客、员工需求以及提升企业信息业务能力方面提供了首要依据。
[Abstract]:Today, with the rapid development of economy, more and more clothing brands impact the Chinese market, resulting in the similarity between brands and brands, the overlap of target groups, and the blurring of the distinction between brands. Under such circumstances, brand clothing enterprises begin to realize the importance of satisfying customer demand, analyzing customer purchase preference, improving enterprise information level and developing, and managing customer relationship. This topic selects 5 retail "multi-brand" brand clothing enterprises in Beijing area, ZARAA HMX GAPs, hot wind and westward encounter, carries on the thorough analysis to it. The subject takes the customer relationship management system of the above five brands according to the company important idea, targets the crowd, The product combination, supply chain, information system and sales service are analyzed in detail, and the advantages, disadvantages, opportunities and threats of each brand are analyzed and compared by using SWOT method. The five brands are divided into two different types. Through summing up their experiences and laws, the common problems are found, and suggestions for improvement are put forward. Improve the customer relationship management system of retail "multiple" clothing brand enterprises. Summarize the shortcomings of hot wind customer relationship management system, and put forward the perfect scheme: establish a perfect member system and customer service center; Pay attention to collecting feedback information, integrate CRM with DRP, strengthen the deep analysis and response speed of feedback information, attach importance to employees, manage their information more scientifically, and make the information database of competitors. Aiming at each aspect, the author designs the corresponding concrete measures and schemes, establishes the evaluation system for the satisfaction degree of hot wind brand and the information business ability, and investigates its importance, and adopts the Analytic hierarchy process (AHP). The weight of each index is calculated, which provides the primary basis for hot wind company to better meet the needs of customers, employees and enhance the ability of enterprise information business.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F274

【参考文献】